Drone technology, local knowledge and the Welsh language is helping a ‘bijou’ property agency take on the big national players.

Armed with drones, cameras, and a zealous approach to online marketing, Llanbedr-based agency Baileys and Partners Agency LLP is rapidly growing its share of the market.

It says digital content marketing, and the relatively lighter manpower and budget needed to deliver it effectively, means that smaller challenger brands can now compete with the reach of big national chains.

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Baileys and Partners Agency LLP started life as a chartered surveyors firm, founded by husband and wife team Helen and Ed Bailey from Llanbedr, Gwynedd.

Helen and Ed’s decision to diversify their services came about as a result of feedback they were consistently getting from clients.

Increasing numbers of land, energy and leisure property owners were expressing their dissatisfaction with having to use remote national estate agency practices to manage their local but nationally important estate sales.

It appeared that the benefits of scale offered by national estate agency chains – like brand recognition and marketing budget – were becoming less relevant as the influence and reach of digital marketing started to grow.

Clients were increasingly expressing a desire for something more bespoke and personal when it came to their land, energy and property sales. The feedback was eventually strong and consistent enough to convince Helen and Ed to expand their offer.

Ed said: “Consumer habits are changing. From the provenance of the food we eat to where we buy our latte fix, we’re increasingly choosing local over global and personal over anonymous.

“It’s not surprising that this is a change that has been reflected in the way we buy and sell property in the UK. The digital revolution might have taken away the need for an estate agent’s shop window, but purchasers are placing increasing value on the things online can’t do.”

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The partners at Baileys know the North Wales landscape intimately (Ed and Gwion grew up on farms in North Wales and are fluent Welsh speakers) and have all the benefits of local knowledge, proximity and being part of a thriving rural community.

So far they have achieved sale completion of 60% of their instructions.

Gwion said: “Successfully marketing a property is not just about creating content that looks slick. It has to be backed up by strong local relationships and knowledge of the landscape. A proper understanding of the context, community and the environment in which you operate on behalf of your clients is essential.”